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LetterOne, a partnership of successful entrepreneurs and international business people, acquired the majority of DIA’s shares.
July 2011 marked one of the company’s biggest ever milestones: the IPO. As soon as Carrefour’s shareholders approved the definitive demerger of DIA, the Spanish company began to write the opening lines of what is already a success story. DIA listed its shares on the Madrid stock exchange on 5 July 2011 at €3.50 apiece.
DIA opened its first store in Brazil in 2001.
That same year, DIA added loose fruit and vegetables, chicken and meat to its product range in Spain.
With this innovative formula, DIA’s customers were given the chance to get discounts and lower prices immediately, from their very first purchase. This initiative was strongly welcomed by the Group’s shoppers, thanks in part to the provision of exclusive benefits in addition to discount coupons.
Having notched up successive international expansion victories in Europe, the company set its sights on the Americas, opening its first store in Argentina. DIA received a warm welcome in Argentina, going on to open more than 100 stores in two years, a figure it would double again a year later.
DIA embarked on its international expansion by opening its first stores in Portugal, where it operates under the Minipreço trademark.
That same year, DIA introduced a novel concept, offering an alternative to its traditional stores: its larger parking format.
Creation of the company’s corporate image, with the first DIA-branded product arriving on the shelves in parallel: a fabric softener ‘packaged’ in the traditional white bottle with an all-white design which features, for the first time, the red DIA banner, which continues to set our packaging apart today.
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